New Firm Fair Response Goes Back to Panel Basics

In the US, industry veterans Matt Gershner and John Taliercio have launched a new consumer research panel company called Fair Response, aiming 'to inject fresh investment into the supply of online sample while improving the experience and compensation for survey respondents'.

Gershner and Taliercio each bring more than twenty years of experience in the panels arena. Gershner from firms including Borderless Access, Remesh and MR publisher GreenBook, where he was the first Chief Revenue Officer. Most recently he has worked at data quality and anti-fraud software platform SampleChain and data collection company Rep Data, the latter as Chief Marketing & Strategy Officer. Taliercio recently spent three and a half years at Dynata, and earlier in his career worked at Survey Direct / Return Path / Authentic Response, automated MR and re-targeting firm Pick1, and briefly at Critical Mix, Nielsen and Harris Interactive.

'Over the past 10-12 years, the overwhelming majority of panel investment has gone into the delivery side of the equation' says Gershner, 'forgoing supply since it's been so easy to purchase from one's competitors. Our goal is to move forward by going back to the basics. The recognized erosion in quality can be significantly traced back to the improvement in technology and convenience which has driven prices so low that the economics have not provided an incentive to invest in necessary panel growth. In short, most online sample is too cheap'.

Gershner - who is CEO of the new firm, says its model includes pricing that allows it to invest in its product, including all necessary and current security tools to combat fraud, pay a fair incentive to respondents, and remain long-term profitable.

Taliercio, who serves as Chief Product Officer, adds: 'You cannot have primary research without respondents and the access to them is our core product. Our mission is to empower businesses with the insights they need by investing in a healthy and secure supply of panelists'.

The new firm is online at www.fairresponse.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.